“Our customers will delight in the amount of quality and value Avalon provides,” said Doug Vogel, vice-president of trade marketing, Diamond Vogel Paints. “Avalon is the next step in our ongoing commitment to provide our customers with paint that delivers unparalleled quality.”

The company says the most notable feature of Avalon is its new ultra white base, which has 25 percent more hiding pigment than the company’s previous pure white base.

This allows for full color opacity at a thinner paint film thickness, the company says, and ensures that colors will have the depth, vibrancy and clarity desired.

Avalon is available in flat, matte, eggshell, satin and semi-gloss, and can be tinted in a range of colors.